Twitter announced yesterday a beta test for promoted video ads. This means that marketers will be able to run ads with a Cost Per View (CPV) model that charges them when a user starts playing the video.
Twitter has in fact been testing tweets with native videos for a while now, concluding that tweets containing native video generate higher engagement and more video views.
Why this is big news
In its announcement, Twitter hinted that native videos might soon be available for all users and not just for promoted tweets. Either way, this announcement can be seen as proof of how rich media and especially videos are becoming more and more important for Twitter marketing.
According to CISCO, video traffic will be 79% of all consumer Internet traffic in 2018. So could it be that video is the future of social media marketing? It all points towards that direction.
If you are not really using video in your social media mix at the moment, perhaps it is a good time to rethink your social media strategy for two main reasons:
1. Video stands out
With an average 6,000 tweets sent out every second, making your content stand out can be a challenge. Video tweets however, are easier to notice when browsing through a timeline or Twitter’s search results.
An extra advantage here is that Twitter videos can now play straight from the stream which makes video an even better tactic to catch the attention of your audience and boost Twitter engagement for your brand.
2. Information that is easy to digest
According to the famous Chinese proverb a picture is worth a thousand words. So you can only imagine how much a video is worth in terms of passing your message through to your target audience.
Videos are easier to consume while at the the same time they are able to convey much more information than an image or a plain 140-character tweet.
Whether video is indeed the future of Twitter engagement remains to be seen. What is important to keep in mind is your audience, what is relevant to them and what would make them share your message.
Although access to the beta test of the promoted video ads is limited, and you can always experiment with regular video and other rich media such as GIFs and Vines to make your tweets stand out.
We’re really excited to see what Twitter has in store next! Do you think that video tweets will have a significant impact on your social media marketing? Let us know in the comments below!